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Home My WebLink AboutMINUTES Community Development Committee 1994-01-06BRADFORD PUBLISHING CO.RECORD OF PROCEEDINGS v/Community Development Committee January 6, 1994 Committee: Attending: Also Attending: Chairman Dekker, Trustees Hix and Doylen All Absent: Town Administrator Klaphake, Community Development Director Stamey, Advertising Manager Marsh, Museum Director Kilsdonk, Clerk O'Connor None Chairman Dekker called the meeting to order at 8:30 A.M. ADVERTISING REPORT. 1994 Operating Agreement with Chaunber of Commerce for Fulfillment Progrzun. The Committee reviewed this Agreement in December; however, following revisions made during the Town Board meeting, this item was referred to the Committee for further review. Following is a list of comparative changes for 1994: Item 1993 1994 Difference Direct Response Labels 42,500 @ $.30/ea. 40,000 e $.31/ea. $12,750 $12,400 $ (350.00) Readership Service Labels 42,500 @ $.05/ea. 40,000 @ $.0515/ea. 2,125 2,060 ( 65.00) Mail Preparation 85,000 @ $.18/ea. 80,000 @ $.1854/ea. 15,300 14,832 (468.00) Statistical Reports 1,056 1,056 -0- Operator Charges 68,000 @ $.60/charge 65,000 @ $•618/charge 40,800 40,170 (630.00) Quantity Shipping 542 Units 542 558 16.00 Net Projected Difference $72,573 $71,076 ($1,497.00) The 1993 Agreement contained fees based on actual numbers plus a guarantee; the guarantee in the 1994 Agreement has been eliminated. Following discussion, the Committee recommends approval of the 1994 Chamber Operating Agreement. 1994 Visitors Guide - Report. Staff presented copies of the 1994 Visitors Guide. The Guide is a project of the Accommodations- Chamber Book Committee which began in April, 1992. Through an RFP, Market Reach was selected to re-design the book into a magazine format. Market Reach was also selected to manage advertising sales and the production of the Guide. Of the 185,000 Guides produced, 85,000 are allocated to advertising responses. The balance is allocated to local, regional, and Conference Center distribution. The Guide replaces the multi-piece response packet and will be mailed at a nominal increase in postage of 3/10's of $.01. Production costs of $120,000 were paid entirely by participating advertisers—there were no Town funds involved in the production. When questioned why the service industry was not well represented, Susie Blackhurst/Market Reach, advised that advertisers were comprised of 50% retail, service and attractions, and 50% accommodations. Some service businesses may be of the opinion that BRADFORD PUBLISHING CO.RECORD OF PROCEEDINGS Community Development Committee - January 6, 1994 - Page 2 the Guide does not reach their market/clientele. However, the opportunity exists for the service industry, as well as any other business located within the "market area" to advertise in the Guide. The Accommodations-Chamber Book Committee established a policy identifying the market area with the following boundaries: east on Hwy. 34 to the Dam Store, east on Hwy. 36 to the Hwy. 36/66 Intersection; south to Allenspark, and west to Continental Divide/Trail Ridge Store. Exceptions include advertisers who provide a service or product unavailable in the area and, in the opinion of the Committee, an advertiser that will extend the stay in Estes Park (i.e. nearby ski area, airlines). Advertising from a factory outlet center has been denied as shopping is available in the Estes Valley. To date, the Guide contains 144 advertisers. The Committee commended Advertising Manager Marsh and the Accommodations-Chamber Book Committee for the production of such a quality product. 1993 Conversion Study - Presentation of Results. Chris Cares/RRC Associates, presented an overview of the Conversion Study, noting that the 1994 Visitors Guide (mentioned above) is highly supported by the study—it is an extremely effective piece of advertising. The 1993 Study also compared information from two previous studies conducted in 1985 and 1988. The study profiled the Estes Park tourist market and focused on the effectiveness of the Town's magazine advertising. The sample for the 1993 study was created from a list of 52,227 magazine inquiries; a total of 5,000 persons were surveyed, with a return of 1,228 = 22%. The study was designed to profile the following: Demographic Characteristics Geographic Origins Trip Characteristics Quality of the Estes Park Experience Improvements/Suggestions/Complaints about Estes Park Request For Information Trip Planning and Motivations Important Sources of Information in Planning a Trip to Estes Park Financial Impact from the Advertising Campaign Conversion Ratios Analysis of Each Publication RRC Associates is continuing its work on the economic return; however, it appears that from the Town's advertising budget of $150,000, the Town realizes in excess of $400,000. Staff noted that the study provides an excellent tool in evaluating the advertising program. The Committee acknowledged receipt of the 1993 Conversion Study and commended RRC for their presentation. GEOGRAPHIC INFORMATION SYSTEM (G.I.S.) PARCEL MAPPING PROJECT - REQUEST APPROVAL OF FUNDING. Community Development Director Stamey reported that as part of the effort to complete Phase II of the Comprehensive Plan, it has become apparent that the land divisions within the planning area (north end to the switchbacks, south to Lily Lake, east to Pole Hill and west to the RMNP boundary) must be mapped. The existing data base that has been created is more generalized and, based upon readily available data, staff contends that it is important to develop the ability to answer detailed and site-specific land use issues. To address this issue in a cost-effective manner, staff has obtained parcel division information from Larimer County that would allow staff to create a current G.I.S. data set of maps. Each parcel in the planning area can be mapped, coded with an existing land use, zoning, and future land use/zoning information. Using "Windows" and an "Arc View" program, maps can be readily BRADFORD PUBLISHING CO.RECORD OF PROCEEDINGS Community Development Committee - January 6, 1994 - Page 3 produced. The cost of creating this data base is $10,000 and it should take approximately 4 weeks to complete. Using a cost-share approach, staff contacted Larimer County and RMNP and they have signed an agreement confirming their participation of $2,500/ea. Therefore, the Town's portion would be $5,000. Jeff Rashid/DSW, provided a thorough computer demonstration of the system. Mr. Rashid would provide training for Senior Planner Joseph and the system can be "networked" between various departments. Staff has not yet had an opportunity to define a user fee schedule. Administrator Klaphake reported that various departments that may have use of this type of data base will be assembled to review and discuss the system. The Committee recommends approval of the request, suggesting funding be provided from the 1993 Carry-Over Funds (reserve). Following this meeting with staff, conclusions will be reported at the Town Board meeting scheduled January 11. The Committee expressed their appreciation to Mr. Rashid for his presentation. MUSEUM REPORT. Director Kilsdonk presented the Museum Report for November, including monthly statistics identifying visitation, membership, volunteers and research requests. The Museum Curator advertisement drew 31 applicants. Director Stamey, Cathey Dunn/Longmont Museum Curator and Director Kilsdonk are serving as the Hiring Committee. Interviews will begin the week of January 10 and staff anticipates hiring the employee by the end of the month. The Teddy Bears and Other Stuffed Toys Christmas Exhibit closed December 31. The Museum is now closed until April 2. On May 27 an exhibit of clothing worn by Estes Park women from the 19th and early 20th centuries will be featured. A grant for approximately $25,000 will be submitted to the Institute of Museum Services for general operating support. 1994 Program Schedules were distributed at the Library, Town Hall and the Museum. Frank Hix commented on the 1993 John Dillon Days and Parade of the Years events which drew 1,749 people. To increase participation, attendance, and success, and to increase the parking area, Mr. Hix requested 2 gates be installed along the fence in the area east of the Museum (2% acresi) . This area has been cleaned and is now used by the Rodeo Grounds to accommodate various stock. In addition, the event could utilize Barn W should inclement weather prevail. The Committee recommends approval of the request, allowing staff to resolve all details. Mr. Hix will attend a Parade of the Years planning meeting January 29 and he will provide a report during the February Committee meeting. There being no further business. Chairman Dekker adjourned the meeting at 10:21 A.M. JAN 11 1994 I mm 0? estlS I > BOAT'D OF TRUOriiS J Vickie O'Connor, CMC, Town Clerk